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BrightonSEO April Deck

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Talk from BrightonSEO conference in April 2019. All about contacting journalists and outreach email tips. If you have any questions, get in touch.

Published in: Marketing

BrightonSEO April Deck

  1. 1. SLIDESHARE.NET/HanaBednarova1 The Killer Outreach Email That Gets Opened, Replied to And Mainly Gains Links Hana Bednarova // Bednar Communications // @Miss_HanaB
  2. 2. Contacting Journalists BrightonSEO April 2019 @Miss_HanaB
  3. 3. It used to be much easier to get them on the phone BrightonSEO April 2019 @Miss_HanaB
  4. 4. But nowadays it’s almost impossible
  5. 5. Many journalists highlight they’d like to be contacted via email BrightonSEO April 2019 @Miss_HanaB
  6. 6. But it can be difficult to get noticed BrightonSEO April 2019 @Miss_HanaB
  7. 7. It’s all about the relationships BrightonSEO April 2019 @Miss_HanaB
  8. 8. And to create relationships we need to have personal approach BrightonSEO April 2019 @Miss_HanaB
  9. 9. Learning every day BrightonSEO April 2019 @Miss_HanaB
  10. 10. There are some impressive emails I sent out BrightonSEO April 2019 @Miss_HanaB
  11. 11. And to avoid awkward moments - we need to do a lot of research BrightonSEO April 2019 @Miss_HanaB
  12. 12. Research will allow us to apply the best approach and send tailored emails to each of our contacts BrightonSEO April 2019 @Miss_HanaB
  13. 13. In other words – don’t use template! Dear [Name] BrightonSEO April 2019 @Miss_HanaB
  14. 14. There is a lot of it!... BrightonSEO April 2019 @Miss_HanaB
  15. 15. BrightonSEO April 2019 @Miss_HanaB
  16. 16. We all know it’s a template… BrightonSEO April 2019 @Miss_HanaB
  17. 17. BrightonSEO April 2019 @Miss_HanaB
  18. 18. BrightonSEO April 2019 @Miss_HanaB
  19. 19. BrightonSEO April 2019 @Miss_HanaB
  20. 20. BrightonSEO April 2019 @Miss_HanaB
  21. 21. BrightonSEO April 2019 @Miss_HanaB
  22. 22. We should use them for an inspiration BrightonSEO April 2019 @Miss_HanaB
  23. 23. So, if we do that … BrightonSEO April 2019 @Miss_HanaB
  24. 24. 1. Making it personal BrightonSEO April 2019 @Miss_HanaB
  25. 25. It’s not just about getting the journalist’s name right, but making it relevant to them, their publication and mainly their readers. BrightonSEO April 2019 @Miss_HanaB
  26. 26. Autocorrect is a bit of d*ck … •Hanah •Ha •Haha •Hans •Hannibal BrightonSEO April 2019 @Miss_HanaB
  27. 27. 2. Reading journalists articles is essential BrightonSEO April 2019 @Miss_HanaB
  28. 28. But that doesn’t mean .. BrightonSEO April 2019 @Miss_HanaB
  29. 29. If the already wrote similar article – why would they cover it again? BrightonSEO April 2019 @Miss_HanaB
  30. 30. BrightonSEO April 2019 @Miss_HanaB
  31. 31. Unless BrightonSEO April 2019 @Miss_HanaB
  32. 32. 3. It’s not about topic but sector and readers! BrightonSEO April 2019 @Miss_HanaB
  33. 33. You wrote about menopause Your readers are women aged 45+ and high earners… BrightonSEO April 2019 @Miss_HanaB
  34. 34. Media Kit BrightonSEO April 2019 @Miss_HanaB
  35. 35. Media Kit BrightonSEO April 2019 @Miss_HanaB
  36. 36. YouGov Profiles Source The Guardian https://www.theguardian.com/media/yougov-polling-blog/2014/nov/18/yougov-profiles-the- nations-newspaper-readers https://yougov.co.uk/soluti ons/syndicated/profiles
  37. 37. Facebook Insights Daily Mail BrightonSEO April 2019 @Miss_HanaB
  38. 38. Facebook Insights Daily Mail BrightonSEO April 2019 @Miss_HanaB
  39. 39. Facebook Insights Daily Mail BrightonSEO April 2019 @Miss_HanaB
  40. 40. You wrote about menopause Your readers are women aged 45+ and high earners… BrightonSEO April 2019 @Miss_HanaB
  41. 41. Unless you want to suggest an addition/edit BrightonSEO April 2019 @Miss_HanaB
  42. 42. BrightonSEO April 2019 @Miss_HanaB Letting them know what article you are talking about
  43. 43. BrightonSEO April 2019 @Miss_HanaB Letting them know what article you are talking about
  44. 44. BrightonSEO April 2019 @Miss_HanaB Letting them know what article you are talking about
  45. 45. It’s about testing, experimenting and understanding BrightonSEO April 2019 @Miss_HanaB
  46. 46. Which publications like what, which journalists prefer what .. BrightonSEO April 2019 @Miss_HanaB
  47. 47. Which publications like what, which journalists prefer what .. BrightonSEO April 2019 @Miss_HanaB
  48. 48. 4. Take notes! And remember! -Wants exclusives -Needs case studies -Doesn’t do research -Niche audience -Likes all info in a Dropbox file -Wants embargoed stories BrightonSEO April 2019 @Miss_HanaB
  49. 49. Top tips for your outreach email BrightonSEO April 2019 @Miss_HanaB
  50. 50. To get our email opened … BrightonSEO April 2019 @Miss_HanaB
  51. 51. Subject Line BrightonSEO April 2019 @Miss_HanaB
  52. 52. Tell them exactly what you are offering Map Visual Survey/Research Interactive Infographic Comment Story Idea BrightonSEO April 2019 @Miss_HanaB
  53. 53. Here is a bad example
  54. 54. And it was template …
  55. 55. Adapt your subject line to the publication’s style BrightonSEO April 2019 @Miss_HanaB
  56. 56. Adapt your subject line to the publication’s style BrightonSEO April 2019 @Miss_HanaB
  57. 57. Adapt your subject line to the publication’s style BrightonSEO April 2019 @Miss_HanaB
  58. 58. Adapt your subject line to the publication’s style BrightonSEO April 2019 @Miss_HanaB
  59. 59. To make sure it’s read BrightonSEO April 2019 @Miss_HanaB
  60. 60. First paragraph – just get to the point Who/what Where When how and why BrightonSEO April 2019 @Miss_HanaB
  61. 61. BrightonSEO April 2019 @Miss_HanaB Every article has ‘who, what, where, when, how and why’
  62. 62. BrightonSEO April 2019 @Miss_HanaB Every article has ‘who, what, where, when, how and why’
  63. 63. BrightonSEO April 2019 @Miss_HanaB Every article has ‘who, what, where, when, how and why’
  64. 64. Then move onto More about the content, methodology, and what else you can offer. BrightonSEO April 2019 @Miss_HanaB
  65. 65. Focus on what has been created, why, how it works, what it gives to their READERS. BrightonSEO April 2019 @Miss_HanaB
  66. 66. Impress the READERS not only JOURNALISTS BrightonSEO April 2019 @Miss_HanaB
  67. 67. Next step Press Release/Supporting copy/visual in the body of the email BrightonSEO April 2019 @Miss_HanaB
  68. 68. Notes to editors More about your company/client – this is where you can share all information, history, values, marketing messages BrightonSEO April 2019 @Miss_HanaB
  69. 69. YOUR contact details BrightonSEO April 2019 @Miss_HanaB
  70. 70. To get a reply … BrightonSEO April 2019 @Miss_HanaB
  71. 71. BrightonSEO April 2019 @Miss_HanaB Tell them what extra you can offer and ask relevant questions
  72. 72. BrightonSEO April 2019 @Miss_HanaB
  73. 73. BrightonSEO April 2019 @Miss_HanaB
  74. 74. Follow Up BrightonSEO April 2019 @Miss_HanaB
  75. 75. BrightonSEO April 2019 @Miss_HanaB
  76. 76. Make sure they know what else you can offer, or use it for a follow up email! BrightonSEO April 2019 @Miss_HanaB
  77. 77. Make sure they know what else you can offer, or use it for a follow up email! BrightonSEO April 2019 @Miss_HanaB
  78. 78. And gain links … BrightonSEO April 2019 @Miss_HanaB
  79. 79. Show them where more data/the linkable asset is And tell them why their readers will benefit from it BrightonSEO April 2019 @Miss_HanaB
  80. 80. It’s about experimenting, learning and understanding what journalists and publications you are targeting want. BrightonSEO April 2019 @Miss_HanaB
  81. 81. You are creating those relationships and you know the most what makes them tick. Use it! BrightonSEO April 2019 @Miss_HanaB
  82. 82. BrightonSEO April 2019 @Miss_HanaB Thank you!

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